Ministry of Agriculture &
Farmers Welfare
Mann Ki Baat’s  Episodes: Reflections on Inspiration and Motivations among the Indian Farmers
The Prime Minister of India addresses common mass of the country through programme called “Mann Ki Baat” on All India Radio to establish a dialogue with the citizens on contemporary issues. This programme was started on 03 October 2014, and since then it has covered a total of 99 episodes till 26 March 2023. Agricultural issues have also been mentioned in several episodes to inspire and motivate the farming community and other stakeholders in order to drive the agricultural innovations and development on oilseeds and pulses; technology transfer from Lab to Land; climate resilient agriculture; organic farming; Integrated Farming System approach; conservation of natural resources; beekeeping; millets production and consumption; use of drone in agriculture, etc. In order to assess the influence and learning environment among the farmers and other stakeholders, created by Mann Ki Baat, Indian Council of Agricultural Research , New Delhi and National Institute of Agricultural Extension Management, , Hyderabad have conducted a study.
Insights from these studies revealed that the natural farming, conservation of natural resources, and willingness to adopt the Integrated Farming Systems  were the smallholder farmers’ most preferred topics covered in the Mann Ki Baat episodes. The Mann Ki Baat was perceived as a credible source of inspiration and medium of mass-scale awareness for agriculture and entrepreneurial development. Another assessment with millet farmers revealed that the message communicated through Mann Ki Baat interactions and follow-up actions by the Krishi Vigyan Kendra professionals have strengthened farmers’ perceptions on the process of adoption of improved varieties of millets and production system, and created congenial environment for agri-entrepreneurship. Additionally, Mann Ki Baat inspired the agri-startups to focus on innovative solutions benefiting the farmers. Digital technology, highlighted in Mann Ki Baat’s episode, was found to have significant influence on increase in farmers’ awareness and knowledge about the use of mobile-based agro-advisory services in the field of adoption of agricultural technology; yield enhancement; and making available the market information. Similarly, study on agri-drone captured in Mann Ki Baat indicated that majority of the study farmers  perceived drone as useful technology for agricultural operations. However, a significant number of them also expressed the concern of complexity in understanding this technology.
Mann Ki Baat could also create a favorable environment on Farmers Producer Organizations  to ease the agri-business, making easy availability of inputs for high value crops, and collective action that could reduce the cost of cultivation of farmers . FPO farmers opined that with Mann Ki Baat episodes, they became aware even on different policies and schemes of Government of India promoting agri-businesses. Study on beekeeping showed that existing resources of this sector got mobilized after the Mann Ki Baat programme. Beekeepers, with better exposure to institutional knowledge and resources, were found to earn better profit in group  than individual one . However, ‘pesticide residual problems’ and ‘lack of proper storage facility’ were some of the major obstacles faced by the beekeepers. Message on Kisan Rail could also sensitize and mobilize the farmers to avail its services. The Kisan Rail could facilitate farmers to transport their perishable agri-produce with lesser time that could helpin securing their higher net profits with reduced middleman involvement. Furthermore, Mann Ki Baat episodes were also learned to be successful in creating awareness and positive attitude towards the organic/natural farming. Farmers suggested that- if Mann Ki Baat messages on a particular issue in future can be coincided with seasonal activities, it can make even further influence in making the farmers aware. Therefore, we learned that Mann Ki Baat programme played valuable role in inspiring and making farmers aware on various agricultural issues.Note: These studies are published and available online from Indian Journal of Agricultural Sciences,Indian Journal of Extension Education[2023, 59 :1-6; 2023, 59:8-13)]; Journal of Community Mobilization &Sustainable Development [2023, 18: 315-327; 2023, 18: 79-88]and Journal of Agricultural Extension Management [2023, XXIV : 1-21;2023, XXIV No. :51-83